BIG INTERVIEW
Pure Electric founder Adam Norris THE BIGGEST PROBLEM FACING OUR SPECIES
Following the launch of two ‘fundamentally different’ new Pure Electric e-scooters, BikeBiz editor Alex Ballinger spoke with company founder Adam Norris about the transport challenges the world currently faces
“I’m still so proud, happy to see it,” he added, describing the middle-aged man in a suit who had just passed him on a Pure Electric branded scooter in a “posh part of town”. Norris was filled with enthusiasm during our 20-minute call, which took place just a day after the company he founded launched two unique new e-scooter models, designed to shake up the existing technology on the market. The emerging e-scooter sector, still in its infancy in the UK but far more developed around the world, is the subject of much debate amongst those with a vested interest in urban transport. With the legalisation of private e-scooters still months away (at least) in the UK, BikeBiz caught up with Norris,
“
www.bikebiz.com
Hey! I’ve just seen one of my scooters go past,” said an excited Adam Norris, speaking to me over the phone from a street in Paris.
entrepreneur, Pure Electric founder, and father of British Formula One driver Lando Norris.
A new project The Pure story dates back to 2018, when Lando, a rising star in the highest level of motorsport, signed with the McLaren Formula 1 team, realising a dream for the young driver, supported by his father Adam. With Lando securely in a seat for the foreseeable future of his
motorsport career, Adam turned his attention to a new project - reducing the environmental impact of our transport habits. “So my vision is to make the planet a better place,” said
Norris. “I think pollution is the biggest problem facing our species. I looked at it and thought, my background was direct consumer marketing and sales, so what product can I do? And I genuinely think that the electrification of products is going to make a massive difference.”
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